A blockbuster spot celebrating the start of the 2021/2 season (tip-off is on 19 October on TNT) and the league’s 75th anniversary, the NBA populated a fictional neighbourhood with 20 basketball legends, 14 current stars, seven team mascots and plenty of references for basketball lovers.
The three-minute ‘NBA Lane’ short film sees actor Michael B Jordan stars as a bus driver shuttling children through a hoops heaven neighbourhood inhabited by current and former NBA stars: including Kareem Abdul-Jabbar, Julius Erving, Oscar Robertson, Bill Russell and Isiah Thomas and current players such as LeBron James, Kevin Durant, Kawhi Leonard and Zion Williamson (as well as Chicago’s ‘Benny the Bull’ and Toronto’s ‘The Raptor.).
It even sees Boston Celtic icon Larry Bird and LA Lakers legend Magic Johnson – who were once famously described as ‘rivals not neighbours’ living across the street from each other.
The spot includes plenty of references which hardcore fans will pick up on: Gary Payton (known for being a great defender for the Seattle Supersonic) stops the bus while saying ‘you can’t get by me’, while Dikembe Mutombo’s famous finger wag (associated with his shot-blocking skills) is depicted in a Don’t Walk sign and the bus itself comes from ‘Hoopbus’ (a philanthropic organization whose programs include basketball court renovations and other community-building efforts).
And for the sports marketers out there, can you spot ‘Lil Penny’ – the Nike ad character based on Penny Hardaway – playing chess against Jerry West and a cup of Big Face Coffee (a brand started by the Miami Heat’s Jimmy Butler)?
The campaign includes 30- and 60-second formats rolled out on national TV and across digital and social channels from 10 October.
The video spearheads an anniversary campaign created by agency Translation and it was helmed by Superprime Directors Rick Famuyiwa and Emmett Malloy
Posted on 7 October, ‘Welcome to NBA Lane’ includes the #NBA75 hashtag and is supported by a behind-the-scenes social spot, while further adaptations will be produced around marquee events throughout the season featuring a variety of new faces.
“We wanted to bring together legends and current players in the way of a community, which is really what the NBA is. We thought of no better community than a palace where all of your NBA favorites could actually live side-by-side, so we created NBA Lane,” explained NBA Chief Marketing Officer Kate Jhaveri.
“As someone who has been a member of the NBA Family for the past 65 years, I can truly say, like I do in NBA Lane, ‘This game just keeps getting better,’” added NBA legend Bill Russell. “Being a part of this film, alongside so many greats representing nearly eight decades of the league’s history, is a great thrill and a tremendous honour.”
According to an NBA press release: “Jordan’s participation in ‘NBA Lane’ stems from his love for the game of basketball and his shared commitment in spotlighting Historically Black Colleges and Universities (HBCUs). His Invesco QQQ Legacy Classic, taking place on Saturday, December 18th at the Prudential Center in Newark, NJ, will feature an HBCU doubleheader on TNT and highlight HBCU life and culture.”
Comment
We love this ad, but can’t help but ask – where’s Michael Jordan?
Asked why Jordan doesn’t appear, the NBA’s Jhaveri said “We look at this spot as the beginning of the narrative, and so we are really looking forward to bringing this story to life throughout the entire season. There are lots of amazing legends and current players that can have a role in those future iterations, Michael included.”
The creative follows on from May 2021’s Idris Elba voiced ‘That’s Game’ Playoff promo and July 2020’s ‘Whole New Game’ season restart work, as well as Translation’s 2019 ‘This Is Why We Play’ brand repositioning project.
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